直銷通路管理報告 指導教授﹕陳得發教授 學生 : 王昭雄 學號﹕ 中華民國九十一年三月十三日 The Effect of Goal-Setting on the Performance of Independent Sales Agents in Direct Selling by Thomas R. Wotruba

Content 1.Introduction 2.Go-Setting Literature 3.Hypotheses 4.Method 5. Result 6. Discussion

Introduction Because direct salespeople are not company employees, but rather independent agents, they can take on the product line of more than one direct selling firm. Because of their independence and varying degrees of work commitment, specific quota or objectives are seldom assigned to direct salespeople by their firm. The major purpose of this paper is to determine how goal setting relates to the behavior and performance of these salespersons. To find some ways for further research on goal setting for company salespeople,manufacturers’ representative, and other types of sales agents.

Goal-Setting Literature The most widely-quoted and tested theory of goal setting is Locke ’ s (1968). Research based on the theory, as summarized in Latham and Yukl (1975) and Locke et al. (1981). Indicate that, in general, persons with specific and challenging goals work harder and perform better than those with easy goals,do-your-best goal, or no goals at all Hall and Foster ’ s finding showed that goals lead to greater effort, but that effort was not related to performance (1977).

1a. Salespeople who set specific goal will devote greater effort to their work than salespeople who set general goals or no goals at all. 1b. Salespeople who set specific goals will devote greater effort to their work than salespeople who set general goals or goals at all. 2a. Salespeople who believe goals are more important to success in their work devote great effort to their work than salespeople who believe goals are less important. 2b. Salespeople who believe goal are important to success in their work will exhibit better performance than salespeople who believe goals are less important. Hypotheses

Data Collection Data obtained Mail study of 491 sales agent in direct selling firm in mid Four participating — Mary Kay, Saladmaster, Tupperware, United Consumers Club General information 80% had previous work experience prior to become a sales agent. 53% currently had other employment in addition to their direct selling job. 85% were female; median age was 27; 62% were married; median education was some college; median annual household income was $27000

Method (Table1) There specific goal areas were investigated: Dollar earnings within the first few months after starting; Number of new potential customers or leads identified; Year-end earnings(for the first year on the job);

Result 1a is supported (table2) 1b is not support (table3) 2a is mildly support (table4) 2b get some, but not overwhelming support (table4)

Discussion Goal setting does not relate to greater performance in this occupational task. Perhaps one reason is that these respondents were relatively new in their jobs and lacks the experience or ability to meeting their performance expectations. The study also supports prior research concerning the positive relative relationship between performance and goal importance, and adds evidence that goal importance relates to effort as well.

Conclusions Since goal-setting does relate to efforts, goal setters may need more guidance in how to turn their increased effort into earnings, thereby improving their self-assessed performance and lowering their propensity to quit. Future research should investigate the effects of moderating variables. It seems reasonable that factors such as the salesperson’s ability, training, and experience may determine what kinds of goals are motivating and reachable versus ineffective and possibly contributors to turnover.

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